The Delivery Communication Gap

Author:

Laura in Industry

Source:

There seems to be a general uptick in the number of specific questions that ESPs and commercial senders are asking recently. I’m getting them from clients, and I’m hearing similar stories from my various contacts over on the ISP side. The questions cover a wide range of areas in email delivery, but the underlying issue is really that there are no real fixed rules about email delivery anymore. The only rule is “send mail users want to receive” and there are no specific guidelines to how to do that.

This is frustrating for a lot of people. They want to know exactly how many complaints they need to stay under. They want to know what “engagement” means and how exactly the ISPs are measuring it. They want to know all of the metrics they need to meet in order to get mail to the inbox.

There is a lot of frustration among senders because they’re not getting the answers they think they need and they feel like the ISPs aren’t listening to them.

Likewise there is a lot of frustration among ISPs because they’re giving answers but they feel like they’re not being heard.